Hilton Honors

Hilton Hotel's loyalty program Hilton Honors hosted a #HiltonAtPlay concert series in cities around the world. This was their second year of the series and it was their first year at taking the concerts global. Our platform focus was Instagram then later Snapchat, with secondary posts on Facebook and Twitter.

OBJECTIVES:
- Raise awareness of their concert series, while also highlighting local hotel properties
- Instagram fan acquisition
- Drive Instagram engagement around locations using influencers as the "local guides"

FIRST CAMPAIGN: LONDON

London was not only the first concert of the new series but also the first time #HiltonAtPlay hosted a concert outside of the U.S., which featured artist Jess Glynne. We partnered with @London, @Jeera, and @mija_mija, who had a total following of over 2 million. They posted on their own accounts in partnership with Hilton, while two of them also did takeovers on the Hilton page.

RESULTS:
- 52% increase in Instagram engagement in the one week spent in London versus the previous month of posts
- Instagram community doubled in size over the course of this program
- Hilton Honors brand reached over 2 million people

SECOND CAMPAIGN: WASHINGTON, D.C.

Our next stop was Washington, D.C. Here, we spent only a few days (versus an entire week) with 3 influencers (@ilitchpeters, @alinatsvor, @itsneilb) featuring the city and Neon Trees concert.

RESULTS:
- 2.6K total engagements on the Hilton Honors posts
- An additional 9% increase in engagements over previous month
- Over 34K engagements on the #HiltonAtPlay hashtag
- Hilton Honors brand reached over 260K people

THIRD CAMPAIGN: San Diego

Hilton Honors continued its #HiltonAtPlay concert series into 2016, with a new goal of launching its Snapchat account in conjunction with a new brand initiative called "Stop Clicking Around." Because Hilton wanted to reach the millennial audience through it's music (Jason Derulo) and platforms (Snapchat and Instagram), we partnered with several reality TV influencers, including The Bachelorette's Kaitlyn Bristowe (Snapchat) and Vanderpump Rules' Tom Schwartz and Tom Sandoval (Instagram) to reach our target.

OBJECTIVES:
- Launch a Snapchat account as a reaction to a shift in consumer
behavior, reaching a new audience and generating a new set of fans
- Drive awareness of exclusive Honors events and the "Stop Clicking Around" messaging

RESULTS:
- Our Snapchat launch and partnership garnered over 3.1 million story views.
- The Honors Snapchat account earned 151K story views before the influencer takeover.
- Through our Instagram partnerships, we reached 4.7 million users and earned 204K engagements.
- The Honors Instagram account surpassed 20K followers, having started at about 500 followers with the London concert a few months prior.